Come on people, it's normal that a fully-equipped subcompact is the same price or pricier than a basic model of a compact. Every automaker does it.
A Honda Fit Sport Automatic has a MSRP just under 20 000 $ and can run more than that if you opt for a lot of the optional stuff, for that price you can get a Civic DX-G automatic. For the price of a fully equipped Civic EX-L, you can have a basic Accord.
Same thing with all automakers, especially when you compare the subcompact to the compact class since they don't differ that much nowadays. The main differences tend to be that subcompacts tend to be hatchbacks, be a few inches shorter and have slightly smaller engines. A fully-equipped Aveo costs more than a decently equipped Cobalt, an Accent GLS costs as much as an Elantra GL, Ford advertises the Fiesta as the same price as a Focus, etc...
Toyota is no different from any automaker. In fact, if I had to make one objection to the present lineup of Toyota and how they relate to each other, I'd point out the size and similarities between the Yaris sedan and the Corolla and ask why people should pay thousands more for the Corolla.